Comscore/UKOM Summary of Methodology

comScore/UKOM Summary of Methodology

April 2018

comScore and UKOM are separate entities with contractual relationship

UKOM = comScore = Governance Body Digital Audience Data Possessor

UKOM, via its Executive, Technical and comScore develops methodologies, processes Commercial Boards, monitors and governs the data, supplies the market with audience data quality and methodologies of the comScore and provides subscribers with an interface approach providing reassurance to the industry that standards are being met in the UKOM endorsed products

Who is this presentation for and how What data do we provide? can they use comScore/UKOM data? • Comprehensive data about digital • Buy and sell side: people that use audiences across websites, mobile apps comScore tools to create reports, but and content categories don’t have any in-depth knowledge around the methodology Where can you access it? • Delivers common UK industry standard • Via the comScore user interface for online audience reporting and How do we do it? planning • Integrating census (tag) with panel • Allows competitive comparisons, (person-centric) measurements campaign planning, audience trend analyses, reach/frequency analyses and much more

comScore/UKOM data reports on:  Online audiences across devices  “The consumers of content”

Computer/Laptop • Home* computer audience: users aged 6+ years The UK population • Work* computer audience: users aged 18+ years connecting to the Smartphone/Tablet Internet at least • Any location once a month from • Android or iOS one of the • Main users of a phone or tablet device following devices: (single user per device) • Aged 13+ audience for tagged entities; 18+ for both tagged and non-tagged entities

* Please note that Home and Work are ownership statuses, not locations. For example, an employer- © comScore, Inc. Proprietary. 5 owned laptop that a user takes home (or to an internet cafe) remains a work machine comScore/UKOM Data Reports on De-Duplicated Audiences Across Platforms using a modelling technique

DESKTOP WEBSITES WEBSITES AUDIENCE

DESKTOP SMARTPHONE TABLET AUDIENCE AUDIENCE AUDIENCE SMARTPHONE

AUDIENCE VIDEO

MOBILE MOBILE APPS TABLET AUDIENCE Home Work Android iOS Android iOS

* Excluded are audiences connecting to the Internet from shared computers (Internet cafes, libraries, © comScore, Inc. Proprietary. 6 etc.) and smartphone or tablet users with different operating systems than Android or iOS. comScore Unified Digital Measurement Methodology: the Integration of Tag and Panel Data PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC

UNIFIED DIGITAL MEASUREMENT METHODOLOGY

PANEL CENSUS PAGES TAGS, SDKS Panel (person) data provides cookie per person Census (tag) data provides accurate volumes information (PC), demographic data, and projections of the traffic for tagged sites (incl. content distribution channels) for websites and apps without a tag

PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC

UNIFIED DIGITAL MEASUREMENT METHODOLOGY

• A tag is a short code that is placed on a Tagging brings benefits for accuracy: website or other web based content asset and is used to track an ‘event’ (e.g. page • Introduces increased granularity and view, mobile app call, etc.) stability for smaller media entities • Assures that all activity is credited • Census data reports on complete traffic • Delivers audience data for platforms for tagged content visited from all devices where a panel is not maintained (Android Tablets) • Some media provide census-like feeds delivering the same level of information • Covers all platforms and provides a as census (e.g. YouTube, 3rd party content picture about device shares distribution platforms)

• What devices are captured in comScore/UKOM multi-platform audience data?

Included in Multi-Platform Device platform Captured by Census Data Audience Data PC Mac Android Phone iPhone iPad Android Tablet Other mobile OS & devices OTT & other devices

PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC

UNIFIED DIGITAL MEASUREMENT METHODOLOGY

• The panel is a subset of UK internet users that Panel details: installed comScore meters on their devices • Desktop and laptop which track their online behaviour Windows computers are empanelled but • It is nationally representative and weighted to Macs are not covered (they are covered by the universe estimates based on the PAMCo census and universe estimates) survey • Mobile devices • Sample sizes per device (Q1/2018): an assumption of one user per device is applied (the main user concept) • Desktop/laptop ~ 75k persons, age 6+ years • Total Mobile (all together) ~ 11.5k persons • Sample is weighted to be fully balanced • Android phone ~ 5.2k persons, age 18+ years • Demographic weighting targets provided by the enumeration study (PAMCo) • iPhone ~ 4.6k persons, age 18+ years • Behavioural weighting targets (Internet • iPad ~ 1.7k persons, age 18+ years intensity*) for desktop are inferred from total country census (tag) data

* Intensity means Page Views consumed per a monthc © comScore, Inc. Proprietary. 12 Desktop Panel: Passive Measurement of Online Activity

WHO IS USING THE COMPUTER? Continuous passive measurement via a software meter distinguishes between users of a computer and assigns each browsing session to a specific person

iPhones/iPads Android Phones

Connected usage for web; Connected usage for both web and apps In Focus usage for apps

METERS RETRIEVE TRAFFIC IN REAL TIME

• Due to iOS and Android operating system constraints there are minor differences in panel measurement between iOS and Android • Android Tablet panel isn‘t maintained in the UK and thus comScore Android Tablet audiences are reported only for tagged sites and apps

Invalid Traffic Filtration: Both Data integrity controls applied to General and Sophisticated IVT is both census and panel data: filtered out • Data collection hourly monitoring, • Bots daily processing checks, data variance • Adware & Browser Hijacks controls, monthly data quallity • Ad Injectors assurance processes • Domain Laundering • Data Centre Traffic URLs not requested by users are filtered out (e.g. pop-ups, pop-unders, redirects, ad banners)

Fast dashboards and charts Detailed stats

Third party bureaux

For an access, please contact [email protected] or your data bureaux © comScore, Inc. Proprietary. 16 Audiences Reported in Specific comScore Products

MMX MMX Multi-Platform Audience visiting websites from De-duplicated audience of MMX, desktop computers VMX Desktop and MoMX Video Metrix Desktop (VMX) Video Metrix Multi-Platform Audience consuming video from (VMX MP) De-duplicated desktop computers audience consuming video from Mobile Metrix (MoMX) desktop computers or mobile Audience interacting with mobile devices applications and visiting websites from Android or iOS smartphones or tablets

UK online users connecting to internet at least once a month

Platform Persons 6-12 Persons 13-17 Persons 18+

Desktop Included Included Included (Home & Work)

Mobile Included Included Not included (All locations) (tagged content only) (Android and iOS)

Multi-Platform Desktop + Tagged All platforms Desktop only (Desktop & Mobile) mobile content (tagged + non-tagged)

• PAMCo (http://pamco.co.uk/) is the resource of internet penetration data for Great Britain • Based on a random sample of 35,000 persons per annum in GB • Includes comScore questions to gather household, respondent and internet information on variables needed for universe estimates (weighting targets) • Provides comScore with internet penetration estimates on quarterly basis

• ICM Omnibus data is used as the establishment survey for Northern Ireland

Content “A” Desktop Single source dataset based on subset of country tag census data

Panelist Content “A” Tablet Provides cross-device behaviour observations Content “A” Smartphone at an individual person level

Entity Audience Results per De-duplication algorithm Platform (reported in MMX, development and training Video Metrix, Mobile Metrix) DESKTOP AUDIENCE

INPUTS RESULT DESKTOP TABLET SMARTPHONE OVERLAP SMARTPHONE AUDIENCE AUDIENCE AUDIENCE ALGORITHM AUDIENCE

TABLET AUDIENCE

© comScore, Inc. Proprietary. 21 Integration of Census (Tag) and Panel Data: Unified Digital Measurement Methodology Invalid and non-UK traffic Unique visitors who came 3 000 000 filtered out Cookie Per to untagged parts of the Desktop media entity and did not 2 500 000 Person taken 250 000 from weighted visit the tagged parts Unique Census 2 000 000 400 000 sample per (Tag) media entity Visitors 1 500 000 Data 150 000 2 500 000 Final 1 000 000 1 850 000 Unique 1 321 429 1 321 429 500 000 Visitors estimate 0 Total Cookies Total Filtered Cookies Apply: cookies/person Tag Coverage Adjustment Cookies Exclude: Out-of-country Exclude: IVT Persons Add in: Panel-only UV Mobile Unique visitors projected 3 500 000 from panel for the untagged 3 000 000 320 000 Unique Census Census Cookies parts of the media entity 430 000 to persons 2 500 000 (Tag) Visitors methodology 2 000 000 Data (calculated 680 000 Final per device and OS 1 500 000 3 200 000 2 450 000 Unique platform separately) 1 000 000 1 550 000 1 550 000 Visitors 500 000 estimate

0 Total Cookies Total Filtered Cookies Census UVs Census UV + Panel UV © comScore, Inc. Proprietary. 22 Cookies Exclude: Out-of-country Exclude: IVT Uvs from census Panel Uvs Publisher Audience in Data: the Dictionary

• Dictionary defines how publishers’ audiences are reported in the data • Combines granular URL/mobile app data into meaningful hierarchies and categories

– Example of a breakdown of up to 6 syndicated hierarchy levels:

Property Microsoft Sites

Media Title MSN

Channel MSN Content Sites

Subchannel MSN News

Group MSN Weather

Subgroup MSN Weather - UK

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